Shorter video spots are more effective than previously thought at influencing consumers throughout the purchase funnel, a model that describes the customer journey from first seeing an ad to buying a ...

For a decade, marketing strategy was engineered to master Google’s “messy middle.” Today, the customer’s exploration and evaluation journey has migrated from the open web (PPC, Reddit, YouTube, ...

When business owners talk about analytics, they often are referring to web analytics. They talk about setting up tools such as Google Analytics or Adobe's SiteCatalyst to track page views, test ...

The digital analytics industry has expanded rapidly, yet it continues to face a persistent challenge: explaining why customers behave the way they do. Despite widespread adoption of sophisticated ...

Last December, I introduced BEO, an acronym that represents three core strategies of acquiring customers online. Today we’ll revisit this concept and how we should think about marketing to visitors in ...

Social commerce is a brand-new shopping experience that is all about inspiration and product discovery, but entrepreneurs and retailers are anxious to transform that interest at the "top-of-the-funnel ...

In business, customer drop-off is unavoidable. Just because a lead shows interest in your product or service, a number of factors can prevent them from making that all-important sale. This is where ...

Primarily, the Funnel signifies the ratio of effort versus results. It is a measure of investment versus return, but it also defines the stages and processes involved in this journey of effort ...